Download - #CNX14 - Content Marketing Bootcamp: Your Guide to Content Strategy, Creation, Promotion, and Measurement

Track: Industry Trendsetters

#CNX14

#CNX14

Content Marketing Boot Camp: Your Guide to Content Strategy, Creation, Promotion, and Measurement

Dayna Rothman, Director of Content Marketing, Captora & Author of Lead Generation for Dummies@dayroth


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There are 27,000,000 pieces of content shared each day

(Nielson)


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But the average attention span has dropped from 12 seconds in 2008 to 8 seconds

(Statistic Brain)


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…the average attention span of a goldfish is 9 seconds

(Statistic Brain)


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…so you have to get heard through the noise.


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Goals – Presentation Overview

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Create a content strategy that fuels

growth

Promote your content to generate

leads and awareness

Measure your content and prove

ROI


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Today’s Shifting Buyers.


#CNX14Content is king.And queen


#CNX14The buying process has changed. No longer is sales the first contact a buyer has with your company.


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And your buyers have changed. They live in a multi-device, multi-channel world.


#CNX14The abundance of information is astounding.


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And information abundance = attention scarcity


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Content Strategy.


#CNX14Content Arcs and Themes• Business Priorities• Industry Trends• Product/Service Launches• Market Penetration• Buyer Searches• Competitor Content• SEO Priorities


#CNX14THOUGHT LEADERSHIP

Instead of Promotion.


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Buyer personas help create a story.


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And their journey sets the tone.


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Map your content to your sales funnel.


#CNX14Decide if you want to gate your content.


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Benchmark content against your

competitors so you know where you have

gaps.

PLACEHOLDER SCREEN


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Content Production.


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Chief Content Officer

Director of Content

Content Specialist

Outsourced Team


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The turkey dinner analogy for content optimization.


#CNX14Ebook creation.


#CNX14Create a detailed outline.


#CNX14Write your first draft.


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Edit. Edit. Edit.


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Template in design.


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Re-edit and finalize.


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Content Promotion.


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Use your homepage real estate.

Content resources center for engagement.


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Always write a blog to promote your content.


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Use social media real estate wisely.


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Send an email out to your database and consider sponsored emails!


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Create Capture Sites in Captora to help you rank, promote your asset, and convert visitors.


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Mix paid with your organic social promotion for optimal lift


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all your leads.


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Lead scoring for sales readiness.

Implicit Scoring Explicit Scoring

Content download +2 Executive Title +10

Email open/click +2 High Tech Industry +5

Product page website visit +4 Appropriate Budget +10

Viewed demo video +10 Outside of US - 10

Filled out a Contact Us +10 Company less than 50 people – 10

Visited jobs page -10 Marketing function +10


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Content ROI.


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Sample Content Budget

• Standard ebook 5-10 pages: $4000• Large ebook 30-60 pages: $6500• Cheatsheet/onepager: $500• Infographic with outreach: $4000• Slide deck: $7500• Blog post: $75• Writing services (monthly): $2500


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Know what content leads are

downloading.

PLACEHOLDER SCREEN


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And make sure you track if they are known or new names.


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Measure cost per lead.

Content Piece Investment Leads $ Per Leads

Ebook 1 $4500 200 $23

Slide deck $6500 100 $65

Analyst Report

$15,000 700 $21


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Competitive benchmarking and scoring.


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Analyze traffic growth and track and referrals.


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Social sharing to track virility.


#CNX14Track content performance in programs.


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First touch and multi touch attribution is key.


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Track multi touch ratio.

Content Investment FT Pipe MT Pipe MT Ratio

Ebook 1 $4500 $10,000 $52,000 11.5

Ebook 2 $4500 $5,000 $126,000 28

Slide deck $6500 $12,000 $20,000 3.0

MT Ratio = MT Pipe/Investment* Ratios above 10 are good, above 7 are OK, and less than 5 not good.


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Look at sales usage.


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Analyze your content gaps.


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Your buyers have changed. You need to create a content strategy that fuels

growth and acquires new customers.

Multi-channel promotion for content attracts buyers and

generates awareness.

Measure your content to prove ROI and optimize content

creation.

Recap Slide

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Download Our New Ebook: Content that Fuels Growth

Bit.ly/content4growth


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Take the after-session survey!

Take the Survey in the Connections 2014 Mobile App

Join the Conversation!

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$50Starbucks Gift

Card


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Questions?


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CUSTOMER JOURNEY SHOWCASE

MARKETING THOUGHT LEADERS

EMAIL MARKETING PRODUCT STRATEGY& ROADMAP

PERSONAL TRANSFORMATION

& GROWTH

SOCIAL MARKETING MOBILE & WEB MARKETING

DEVELOPERS HANDS-ON TRAINING

INDUSTRY TRENDSETTERS

CREATIVITY & INNOVATION

SALESFORCE FOR MARKETERS

ROUNDTABLES


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